Iceland introduces dads in Channel Mum VOD campaign


Following the huge success of Iceland’s real mums vlogging campaign earlier this year, the UK retailer has extended its partnership with the UK’s only mummy vlogging network, Channel Mum. In a media first, planned and brokered by independent media agency the7stars, the partnership will see the vlog content roll out across broadcast VOD, digital VOD and social video as demand for real content over traditional adverts grows.

Channel Mum will create thirty-six pieces of video content over the next eight months, featuring Dads as the protagonist – a first for the vlogger channel that has historically focused on Mums. The campaign signals a growing consumer appetite for useful brand content, so each piece of content from Channel Mum will explore a different challenge and offer a uniquely frozen solution.

The campaign further bolsters Iceland’s move away from celebrity endorsements, whilst amplifying its purpose to bust outdated perceptions around frozen food. Its existing #PowerofFrozen activity will continue through the Channel Mum project where mums are asked to share their own favourite frozen food meals and food hacks each week, alongside new episodes.

Commenting on the renewed partnership, former Netmums owner and founder of Channel Mum, Siobhan Freegard OBE, said: “Using family vloggers on VOD is an industry first we’re immensely proud of. It powerfully demonstrates the benefits of using real consumers who are genuine brand advocates and shop at Iceland as part of their everyday lives.

“But while it’s a first with new technology, in many ways it’s also a return to good old fashioned advertising where consumer testimonials and word-of-mouth ‎ recommendations came before flashy creative. Currently only the most forward thinking brands and agencies have realised this fresh direction, but it’s a change we’re seeing much more of as brands embrace people power once again.”

Nick Canning, joint managing director of Iceland, said: “We want to leverage our partnership with real mums to not only connect with our audience, but change their opinions towards frozen food so a VOD first campaign is the perfect fit. We’re looking forward to seeing how the public respond and interact with the new campaign.”

Isobel Mooney, the7stars, said: “We’re excited to extend the reach and power of the partnership across VOD media channels and bring dad into the picture, strengthening Iceland’s position as a family-first retailer.”

You can view the video here.